How Nike Won - Full Documentary

The sneaker wars of the 1990s' was one of the most pivotal points in the history of athletic footwear. Brands like Nike, Adidas, Reebok, LA Gear and FILA were playing tug of war for market share. Each brand had their own unique approach to marketing, innovation and athlete endorsements.
In this video, we cover everything about the sneaker wars of the 90s. From Nike's incredible rise with the Air Jordan line to Reebok's groundbreaking innovation with the pump. We'll discuss how Nike eventually came out on top and tell the epic story of how they almost lost to Reebok.
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[@AzerielKai]

I know reebok is old-school, but I love my reebok royal bb4590. I'm new to the sneaker scene! I love it because They were gifted to me by my grandpa who worked hard to buy it for me.

[@NachoAverageFinds]

Reebok's BB line is underrated

[@BPF80MCar-vi1pg]

Cant beat that kinda stuf noatter how trendy the shoe is it comes from the best place. Like my favorite knife isnt one of the $500 customs i have its a 10 gas station knife my daughter bought for me

[@HightopRob]

Wesley Snipes character Sidney Deane in White Men Can't Jump wore the LA Gear Catapult sneaker but the Nike Air Command Force worn by co star Woody Harrelson his character Billy Hoyle stole the show

[@NachoAverageFinds]

LA gear stood no change big rob

[@kincamell]

​@@NachoAverageFinds And I think Kadeem Hardison had the Jordan 6s on in that movie. Ps Peace to L A Gear. I was blessed with a pair in 1989.

[@jakejake909]

​​@@NachoAverageFindsalthough L.A. Gear does have some dope shoes. Like if they had a Nike logo they would sell out, at least for a couple of the silhouettes. Especially if they were collabed on

[@craigugulini3409]

Ppl sleep on lagear tho as a kid and your shoes light up…what could be better haha

[@berlingray8058]

No, He was wearing the Nike Air Flight Lite Highs

[@dmejia706]

Yes Bryan no lie this one was a banger ...well narrated... Had good flow,good points , good nostalgia... Keep going you are the Morgan Freeman of sneaker history!!!

[@NachoAverageFinds]

Thanks Nicole! I will take that Mogran Freeman of Sneaker History compliment to the grave haha

[@dmejia706]

@@NachoAverageFinds right on

[@chase_manhattan5367]

Fax 💯

[@TheRetroManRandySavage]

I still have a few pair's of the blacktop battleground 1s from when Reebok brought them back in 2004.

[@NachoAverageFinds]

Nacho has some too! Fire pair

[@sneakerprofiler]

This was a pretty good overview with the majority of innovators in the mix. I always cringe when I hear or read or write about the start of Nike. The relationship with Onitsuka fell apart because Bowerman and Knight tried to steal the Corsair/Cortez though. That detail cannot be left out of their story. Air cushioning was invented and introduced by Karhu. Nike came up with a visible air unit. The Tailwind was tested in the 1978 Honolulu Marathon, but was not released until 1979. Karhu developed air cushioning in the early ‘70s and debuted the tech in the 1976 Champion aka Mestari - The wider release was in 1977. Too many great U.S. sneaker historians miss that. Shaq-Fu! I believe Nike took advantage of the fact most U.S.Americans only care about what’s happening in the U.S.A. The ability to weave stories that boast U.S. exceptionalism is the Nike Secret Weapon. It’s their domestic market. Nike is also great at fudging stories in a war that people miss - Cortez, Air cushioning, Airship vs Js, etc. Timing is everything. Basketball hit a growth spurt at the same time MJ took over. ✌🏽💙👟

[@mr.fantastic7756]

I thought Cortez was an original Nike product??

[@sneakerprofiler]

@@mr.fantastic7756 no, we published a few stories on the topic. The Cortez was originally Onitsuka designed by Kihachiro-san. It’s very well documented. ✌🏽💙👟

[@ajatathemu]

Wasn’t something like they tried to put BR Sports on the shoe like it was their creation?

[@sneakerprofiler]

@@ajatathemu they distributed it via BR Sports with a new stability overlay replacing the Onitsuka Tiger stripes. The overlay was originally planned to be an arrow (I think). Can you guess what it ended up being? I think Onitsuka accidentally came across the thievery. Crazy. ✌🏽💙👟

[@JRB41]

I’m actually a relative of Paul Fireman. He did some amazing things with Reebok!

[@NachoAverageFinds]

Legend

[@sethburnham7264]

Dope video, very well done! It’s a lot of fun seeing all the old shoes, ads and video clips from back in day. Love the history in all of your videos.

[@alexthelizardking]

Thanks for giving the other shoe brands some shine. Very educational and entertaining.

[@NachoAverageFinds]

Thanks Alex!

[@IAmInfinitus208]

Great production bruv! Up until this video, I didn't even know Adidas and Puma were related and branched off from their own founders as a result of sibling disagreements!

[@NachoAverageFinds]

Glad you enjoyed it G

[@TheRetroManRandySavage]

I love my nike/Jordan shoes, but 90s Reebok will always be king to me.🙌

[@elduderino4579]

I feel the same way. I’ve got a bunch of Jordan’s and Nike Air’s but the Reebok Pumps are just so classic and nostalgic. I’ve been enjoying their re-issues over the last few years

[@NachoAverageFinds]

That BB line was 🔥

[@elduderino4579]

@@NachoAverageFinds pumps were better 😁

[@dmejia706]

Dang I remember that Footlocker commercial I really loved that store and always wondered why I never saw too many of their commercials but do remember the rare ones they did have...

[@NachoAverageFinds]

Making this video took me back to the 90s

[@edh7492]

This is an exceptional video Bry, truly a mini documentary, brilliantly produced. Excellent work fella 🤜🤛

[@NachoAverageFinds]

Thank you Ed. Hope you're well my friend!

[@phillip_reynolds]

Excellent video! Looking forward to more historical ones like this, B.

[@NachoAverageFinds]

Appreciate you Phil!!

[@contrasbeatshop]

these videos SLAP, please keep making long-form content that follows long narratives (u go in depth so well, the 5-10 min vid isnt enough for me lolol)

[@samjewbacca301]

This was dope thank you for sharing the sneaker enthusiasm.

[@matsimms7467]

🇬🇧 Really enjoy your videos, fantastic research, and presentation. Keep them rolling out. Love the colourful graphics. 👍

[@ignacioarienza]

Mindblowing video man! Thank you for taking the time to educate us all. Epic!!🚀🚀

[@NachoAverageFinds]

🙏🙏

[@thedrace]

Outstanding vid....great history lesson, alot I forgot or didn't even know. Keep up the FIRE content!!

[@NachoAverageFinds]

Thank you man! Glad you found it enjoyable

[@eddiehunter1918]

Bro excellent work, great content, entertaining i grew up in this period sorta know the history, had many of the shoes, but your insight be presentation was flawless...i subscribed

[@CZAJAFAJA]

Long ass video but with a lot of great informations. Thank you! Great video!

[@miguelfernandes4173]

Another awesome video! Keep up the great content! Bringing back great memories!

[@NachoAverageFinds]

Thanks Miguel!

[@WeAreN1nja]

Bro, this vid was absolutely exquisite. I can't remember the last time I enjoyed nerding out on sneakers this much. Thanks for this, bro.

[@elduderino4579]

Sweet video again man! I love my Nike Air’s, Jordan’s, Flight Lite’s etc but I do love the Reebok Pumps! I hope they bring back more of the Black Top range soon. The Kamikaze 2’s are fire! I’m stoked they’re reissuing more of the pumps again 🔥🔥🔥

[@icufos1]

Yo this was another dope video man. I remember those light up LA Gear's from when I was a kid, I wanted them too but we couldn't afford them. Keep it up bro, I love these videos, they're always so interesting and well edited and narrated.

[@NachoAverageFinds]

Appreciate the kind words man!

[@BSmoothe805]

Been patiently waiting for a video from you guys

[@NachoAverageFinds]

Appreciate you B!

[@ianazura7915]

Another quality video with rare footages..keep it up

[@mattlang8946]

Bryan for the win!!! Appreciate the attention to detail in your story telling. Another dope video brother. Keep em coming!

[@NachoAverageFinds]

You’re too kind my friend

[@adnaanu]

Brilliant work, as always, a top quality video.

[@NachoAverageFinds]

Thank you

[@Irish_man]

Really an incredible video. I have found something I really love and that is sneakers. Really loved it since being a kid

[@joelbouman402]

Great video guys. You can really see the evolution of your editing skills and creative direction in these. Keep up the great work. Joel - Melbourne, Australia

[@NachoAverageFinds]

Means the world Joel 🙏

[@user-no4ki5vm5i]

What a wonderfully long and interesting video! Thank you, it was very interesting 🙏

[@NachoAverageFinds]

Grateful you thin so my friend

[@staceyclary7]

Great and informative video!! 10/10💯

[@joshuataylor202]

Another dope documentary!! Just perfection! Thank you for another banger!

[@NachoAverageFinds]

Appreciate you Josh!

[@mattmatt2881]

Awesome info And awesome vid 🤘🏻👍🏻

[@NachoAverageFinds]

Appreciate it Matt

[@SpiritualSeeker12x12]

Wonderfully done, Brings back a lot of memories 🙂👍🏾🙏🏾

[@ginnysow]

Great video mate! I always enjoy your content

[@NachoAverageFinds]

Appreciate it Ginny!

[@scoobjones6007]

I woulda stayed start to finish even if this was an hr plus! THANKS FELLAS KEEP DROPPING 💯🔥

[@osullivanjeremyp]

I could watch stuff like this all day, good work

[@NachoAverageFinds]

Glad you’re enjoying it Jeremy 👊

[@ONYIAANTHONY]

Been a fan for years. solid work on this

[@NachoAverageFinds]

Man I appreciate you over the years. Thank you!

[@DylanLey]

Great video as always!

[@NachoAverageFinds]

Thanks for always showing love Dylan.

[@luisantonioalvarezabarza4377]

Damm bro, what a awesome video as always 👏🏾👏🏾👏🏾

[@NachoAverageFinds]

Glad you enjoyed 🙏

[@mrotaveria]

You make great pieces man!

[@NachoAverageFinds]

Humbled 🙏

[@beachcity562]

Dope nike history! Keep going 💪

[@MatheusZumbi]

Amazing video!!!

[@NachoAverageFinds]

Thank you G

[@561jeffkelly]

Excellent Vlog Jay from Liverpool UK. Here in the UK it was Adidas all the way in the 90s. Reebok and Nike was popular but no were near adidas cause here it was Football or soccer as the US call it and then in 95 I came to Florida been about 20+ times now over the years. Being from the UK I was wearing Adidas and the new torsion and remember going in the US Adidas store. At the time I had spent easy over £100 for the trainers and in the US Adidas store they were about $60 I was shocked but after speaking to the manager understood why Adidas was not really that popular in the US. I then found the Reebok mega store at the end of international drive it’s was like something I had never seen it was massive and even the Nike store was half the size. I can remember going home and had to buy another suitcase to take all the trainers home. Here in the UK in the mid 90s reebok classic £80, in the mega store I was picking them up for $25 easy, also Nike Cortez just hitting the UK in the mid 90s £90, in the Nike store $30-40. Also Basketball was not popular over here at the time if was Football or soccer the popular sport. Keep up the great work 👍👍👍

[@Bassistking]

I just wanted to give some love to the AM97 N64s. Noticed them in the background instantly because I have those too 😎👍🏼

[@peachpearafamilybrand524]

Another banger!!! Brilliant fellas

[@NachoAverageFinds]

Appreciate you Tone!

[@akwang31]

Another dope video!

[@richardkrivik7032]

WOOOOOOW 🎉…AMAZING content bro’s

[@FinessseJu]

Needed this video keep it up bro

[@NachoAverageFinds]

Appreciate it

[@francisodulio3241]

Love this, big fan from the Philippines ❤

[@mantekik963]

Crazy thumbnail and an Amazing vid keep up the work

[@NachoAverageFinds]

Thank you my friend

[@herizorakotomavo]

During my highschool years (90's) I wore the FILA Grant Hill. Adidas were very famous with the Shaqnosis, the Kamikaze and all models for Iverson (and the models for Kobe). I also remember LA Gear model with lights in the sole. But because of MJ, the Air Max range, the Zoom Flight and so many models worn by NBA stars, Nike destroyed the others. Watching you from Madagascar 🇲🇬 keep doing a good job. God bless.

[@NachoAverageFinds]

Thank you for the kind words my friend. Shout out to Madagascar!

[@myretroworld1121]

Being 40, i grew up around the best ever style shoes created. I was hi-top everything back in the day. Loved nike, reebok, la gear and fila. My style evolved over the years and i got into low tops. Just now getting bck into the basketball shoes and im kinda liking the new. I do like the lebron nxxt gens. But....the new jordan 38's yeah....love em. Especially with the leaked aquas. But i like the retros and ill let the youngsters enjoy the new. the 90's were good in every way and would love to see a time like that again. But with everything so fast paced and everything all internet i dont see that happening. Heck cant even wake up to Saturday morning cartoons anymore 😢

[@NZotyoka81]

90’s sneakers are so cool i have always find them exciting because of the technologies like air max, pump, hexalite, torsion system, disc lacing system etc.

[@therealjake]

Great vid sir

[@NachoAverageFinds]

Appreciate you big Jake!

[@fish_h]

love the editing! an adidas vs puma video would be cool

[@NachoAverageFinds]

Noted bro. Definitely want to make a video on that soon

[@johnchampion6926]

Would love to see a history of the Adidas City Series. Just recently picked up a pair of the the Triest re release and loving the variety of the City Series

[@seancrockett896]

Great job!

[@NachoAverageFinds]

Thanks Sean!

[@seancrockett896]

It's pretty cool that you responded. I love how you dive into the history and story behind the shoe.

[@gregkelland]

Another masterpiece guys!

[@NachoAverageFinds]

🙏

[@chadchesney3858]

Two reasons that are pretty obvious. First the “air” gimmick was the greatest shoe gimmick of all time. And gave way to tons of copycats as we all know. The other reason is simple. Michael J Jordan and PERFECT timing. I mean it truly is “kismet” how Nikes air technology and a star who flies through the air like no one ever has. Just perfect. Good video homie👍

[@RHill79]

Great video!!!!

[@NachoAverageFinds]

Thank you man

[@RHill79]

@@NachoAverageFinds Keep ‘em coming this is one of my favorite channels on KZbin!

[@jovangarcia-reyes17]

To this day the Adidas Kobe 2 are my top 3 favorite of all time. I still can't get any that are reasonable in price, in good quality and in my size lol .

[@HMartindeCampo]

An amazing freaking sneaker documentary video man, really well done‼️🙏🏼

[@NachoAverageFinds]

Thanks for the kind words

[@edgarmeldacut1942]

Thanks. Learned a lot. :)

[@DruMatthias]

Loved the Pump background! But my guy said "AIR Mag" 😭 they're just Mags. No air in the Nike Mag. Small asterisk* tho if a super well made history recap! Y'all need to get this picked up as a docu series

[@renatorodrigues5016]

Excelente vídeo 🔥🔥🔥

[@NachoAverageFinds]

Gracias chingon

[@ventiman2624]

Great vid

[@NachoAverageFinds]

Thank you

[@lilcobb1565474]

Those Kobe 2 adidas were actually dope the all white pair

[@NachoAverageFinds]

Man I got clowned so bad for wearing those in elementary

[@santannathegreat5167]

My guys!!! Let’s get it!!!

[@NachoAverageFinds]

Thank you sir

[@Thumper68]

You should do a video on ITZ Footlockers shoe brand. Otherwise known as the Bobby Hurley shoe. I had a pair of these as a kid and I’ve never seen another pair in my life. They were actually good shoes.

[@MrRoda8143]

Too bad that Reebok won't re-release their basketball line with the same actual tech they used in the original pumps. You can't tell me they don't know how to do it, or that the materials are unavailable. I would buy several pairs in different colorways!

[@NachoAverageFinds]

Facts! It would be too expensive for them is my guess

[@MrRoda8143]

@@NachoAverageFinds Most likely. But I believe they would end up profiting from it. Could you imagine old school sneakerheads like us buying them all

[@kingmexico24]

Always dope

[@NachoAverageFinds]

Thank you bro!

[@isaacsilva8033]

my goodness foo what a history class 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏 👏

[@NachoAverageFinds]

Glad you enjoyed it Isaac

[@DaviLucas-zs6mh]

briliant content

[@NachoAverageFinds]

Thank you

[@54CFC]

I’ve been a Nike head since I was a child! Now I got my little nieces and nephews, wearing Nike as well!

[@NachoAverageFinds]

That cool uncle life

[@bobbyshewan4229]

God I have so much to catch up on w y’all😭I’m not complaining tho

[@NachoAverageFinds]

What up Bobby! Hope you've been well man. Enjoy the vids

[@bobbyshewan4229]

@@NachoAverageFinds always💜y’all are basically the reason I have all the sneaker trivia I do

[@Casanovaelrey]

Great video. There are a few errors though. Most notably mislabeling the Jordan 3 as Jordan 4 but other than that, good work.

[@NachoAverageFinds]

Thank you

[@nikkijb623]

I loved my Reebok pumps!

[@NachoAverageFinds]

As you should! Piece of history you got on right there

[@jedi_417]

I loved my light up LA Gear sneakers as a kid. It was the coolest thing a 5 year old could have back then lol. Btw, the Catapult was a Jordan III knockoff, not IV.

[@cyrusandreigempis6433]

This makes me want to go back in the good old days

[@NachoAverageFinds]

Me too man! You

[@Barbitas79]

Porque no puedo traducir este video!?!? Siempre traduzco Tues videos al español para enterarme mejor de lo que explicas Me gusta mucho tu canal Un saludo desde Ibiza

[@NachoAverageFinds]

Muchísimas gracias

[@chiujp]

Yo Bryan you should give yourself a pat on the back! The videos are always good, but your narration (pacing, reading) has really come along. Your hard work is really paying off!

[@NachoAverageFinds]

That means the world to me man! Thank you so much for that

[@CS-vx5ox]

Nike also had signature lines for Deion Sanders, Bo Jackson, Chris Webber, David Robinson, Jason Kidd, Alonzo Mourning, Kevin Garnett, Junior Seau, Ken Griffey Jr, Rod Woodson, Gary Payton, Tim Duncan. Star power was unmatched in the 90s. I do recall Nike even had signature shoe for Dennis Rodman, called the Air Worm Ndstrukt. One of my grails are Bo Jackson’s Air Huarache Trainer in the OG black, grey and white. Please Nike, we need a retro already.

[@yuditera405]

To be honest I liked asics, puma and Adidas more then Nike in the mid 80's. Nike has been at the top for 30+ years. A few years ago I thought New Balance was bankrupt. Reebok remind me of LA gear for some reason. Anyway always fun to see another episode Nacho. ❤

[@NachoAverageFinds]

Yeah it's wild how New Balance has really carved out their lane in sneaker culture. Thank you for peeping the vid!

[@toughmoneytv4618]

I was in elementary school in 90s and Reebok was my second favorite closely too Nike.. I like Reebok basketball shoes.. never had a pair of classic. Nikes used to get more attention so I rolled with that

[@lilzmusic6771]

I have a feeling this gonna be your most viewed video

[@NachoAverageFinds]

Let’s hope you’re right!

[@JustNikoo]

The best! Zero Dislikes, nice!

[@NachoAverageFinds]

🙏🙏🙏

[@two_wheels_dasher]

Also nike tried to sue panam a mexian sneaker company for copyrights about the swoosh but in reality panam came out with their logo years before nike came up with the swoosh, nike lost and most likely they inspired the swoosh in panam logo.

[@NachoAverageFinds]

Panam video will happen sooner or later

[@aintnohalfsteffen]

the Kobe free agent sneaker season of 2002-03 had ridicious heat

[@wolverine9049]

Love the vid man #teamnikeallday

[@redriot3008]

I was a Nike first guy now ima Adidas guy not for the Yeezys but for harden, Donovan Mitchell fire video 🔥😮‍💨hope you guys expand

[@NachoAverageFinds]

Eventually we’ll expand and do more modern basketball shoes

[@kyakuwbengui9529]

🔥💯

[@herby9345]

Do more long form videos please 🙏

[@NachoAverageFinds]

We have a ton my friend

[@georgemartinez8405]

You forgot the Pippen Nike uptempo

[@SavTheGenius]

A video on Micheal Jackson and La Gear would be cool!

[@iB1iz]

Keep in mind back in the day Adidas had some of the biggest NBA players on the planet. The likes of Kobe and that followed with longterm deals with Tracy McGrady (who had some sick shoes), Tim Duncan and Kevin Garnett all under their umbrella (wish they deep dived into these athletes more).

[@kincamell]

Stellar. Ps Jordan ,Tinker Hatfield and Spike Lee were a heavy team. Pps Peace to Kobe. I had The Top Ten 2100 and EQT Elevation. I Just read that Nike The Air Flight Huarache Lakers Away is going to be available for purchase later this year. Ppps Peace to Sinbad and Reebok Blacktop Pump.

[@NachoAverageFinds]

They were the mvps for sure

[@carlosroman6791]

What is the song that plays from 13:13-14:07

[@adandemobilegamer]

Funny how Rodman said "this is no bull" then plays for Chicago years after lol 😆 😂